Advertising & Marketing


While the ability to identify customers across marketing channels has improved, most marketers still struggle to deliver data-driven experiences across all touchpoints.

US marketers will spend $29.24 billion on programmatic video this year, which accounts for 49.2% of all US programmatic digital display ad spending. For the next few years, we expect the portion of programmatic spend that goes to video to remain steady.

According to an April 2019 survey of global consumers from mobile video ad network AdColony, three in five respondents said they encounter offensive content on Facebook, and about half that figure noted the same was true of YouTube. Inappropriate content appearing on Google, in mobile games, or on platforms like Instagram and Snapchat was less likely, but still apparent.

With consumer privacy concerns at an all-time high and US regulation a certainty, advertisers must shift from a "bigger data is better data" mentality to a more mindful data-driven marketing focus. We spoke with Nicolas Bidon, CEO of WPP’s agency trading desk Xaxis, about how this transition inevitably leads to in-housing for some marketers—and why that’s not necessarily a bad thing.

In today’s “eMarketer Daily Forecast” video, forecasting analyst Eric Haggstrom dives into our numbers for augmented reality (AR) audiences. Watch now.

With connected TV adoption rising, advertisers are keen to access an increasingly sizable audience on a sizable screen. In fact, many connected TV ad buyers may pay north of $20 CPMs to do so, according to a new digital ad pricing statpack that eMarketer will be releasing April 10.

In the latest episode of "Behind the Numbers," eMarketer principal analyst Nicole Perrin talks about the new internet platform regulations coming into effect.

We forecast that native advertising will account for 62.7% of total US display ad spending in 2019, up from 54.2% in 2017. But the bulk of native ad spend will go to social media platforms.

Brands are auditing their agencies to verify how their businesses operate, but some agencies have pushed back against audits. Ali Plonchak, managing director of digital strategy and integration at ad agency Crossmedia, said that agencies should embrace audits because they facilitate transparency, which brand clients demand more of.

Agencies have always operated in a competitive market, but now, they must contend with brand clients bringing marketing tasks in-house and consultancies encroaching on their turf.

Amazon’s US digital ad revenues will grow 53% in 2019, as it continues to steal share from the Facebook-Google duopoly. That will amount to $3.92 billion in incremental US ad revenues this year, or 82% of Amazon’s worldwide total. And nearly half (43.9%) will come from mobile ad spending.

eMarketer principal analyst Nicole Perrin discusses a recent survey on Google search users and breaks down the company’s Q1 2019 financial earnings.

Podcasts still have a ways to go before catching up with traditional radio. As marketers try to reach the growing audience of digital audio listeners, podcasts stand out in a few key ways.

Native advertising has dominated the digital display market, and it can be the main (or even exclusive) way of reaching consumers with display ads. Native ads have a particularly strong foothold in mobile apps, which account for a significant share of how internet users spend their time.

In the latest episode of "Behind the Numbers," eMarketer principal analyst Nicole Perrin talks about the Media Rating Council's viewability standard for online ads and what marketers might expect from this performance metric in the future.

In today’s “eMarketer Daily Forecast” video, forecasting analyst Eric Haggstrom dives into our numbers for virtual reality audiences. Watch now.

We forecast that native video will make up 38.1% of US digital video ad spending in 2019, but it won't take a much larger share in the near future.

In the US, almost half of marketers think they’re delivering an “excellent” customer experience, according to January 2019 research from The Harris Poll. But fewer than a quarter of consumers felt the same.

Government regulation is the top obstacle threatening marketers’ data projects this year, according to a recent survey of US marketers by Winterberry Group and the Interactive Advertising Bureau (IAB).